Investors can expect a company’s stock to rise or fall based on the buying and selling of stock by its insiders. Bread Financial Holdings Inc shares valued at $63,459 were purchased by Fawcett John J. on Jul 30 ’25. At $61.79 per share, Fawcett John J. acquired 1,027 shares. The insider’s holdings grew to 10,302 shares worth approximately $0.57 million following the completion of this transaction.
Also, Fawcett John J. purchased 1,000 shares, netting a total of over 51,020 in proceeds. Following the buying of shares at $51.02 each, the insider now holds 6,473 shares.
As published in a research note from BTIG Research on July 14, 2025, Bread Financial Holdings Inc [BFH] has been rated up from a Neutral to a Buy and the price target has been revised to $105. Analysts at Morgan Stanley downgraded the stock from ‘”an Overweight”‘ to ‘”an Underweight”‘ outlook in a report released in early April. As of December 19, 2024, Morgan Stanley has increased its “an Underweight” rating to a “an Overweight” for BFH. Earlier on August 09, 2024, BofA Securities upgraded its rating. Their new recommendation was “a Buy” for BFH stock which previously was a “a Neutral”.
Analyzing BFH Stock Performance
On last trading session, Bread Financial Holdings Inc [NYSE: BFH] plunged -1.58% to $54.89. The stock’s lowest price that day was $54.54, but it reached a high of $55.91 in the same session. During the last five days, there has been a drop of approximately -9.59%. Over the course of the year, Bread Financial Holdings Inc shares have jumped approximately 17.46%. Shares of the company reached a 52-week high of $68.01 on 09/05/25 and a 52-week low of $38.21 on 04/07/25.
Support And Resistance Levels for Bread Financial Holdings Inc (BFH)
According to the 24-hour chart, there is a support level at 54.31, which, if violated, would cause prices to drop to 53.73. In the upper region, resistance lies at 55.69. The next price resistance is at 56.49. RSI (Relative Strength Index) is 26.08 on the 14-day chart, showing oversold technical sentiment.
Is Bread Financial Holdings Inc subject to short interest?
Stocks of Bread Financial Holdings Inc saw a sharp rise in short interest on 2025-09-15 jumping by 76211.0 shares to 4.42 million. Data from Yahoo Finance shows that the short interest on 2025-08-15 was 4.34 million shares. A jump of 1.72% in short interest reflects a negative sentiment towards the stock. Despite the fact that short shares comprise just 8.53 of the overall float, the days-to-cover ratio (short ratio) jumped to 8.53.
Which companies own the most shares of Bread Financial Holdings Inc (BFH)?
In terms of Bread Financial Holdings Inc share price expectations, FactSet research, analysts set an average price target of 64 in the next 12 months, up nearly 14.76% from the previous closing price of $55.77. Analysts anticipate Bread Financial Holdings Inc stock to reach 105 by 2025, with the lowest price target being 53. In spite of this, 15 analysts ranked Bread Financial Holdings Inc stock as Buy at the end of 2025. On July 16, 2024, Compass Point assigned a price target of “a Buy” to the stock and initiated coverage with a $54.
